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Carolyn M. Appleton, CFRE
AFP DFW Philanthropy Conference
Irving Convention Center
June 7, 2013
SOCIAL MEDIA:
MAJOR & PLANNED GIVING
APPLICATIONS
“People tend to play in their
comfort zone,
so the best things are achieved
in a state of surprise, actually.”
~ Brian Eno
British musician
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Personal Experience
Asked to join Facebook in 2008 by a major gift donor, whose family
had given my nonprofit projects more than $1 million (combined).
I didn’t think I had time to learn it, and didn’t see its value.
I reconsidered given the stature of that donor and their family.
I’ve since discovered many major gift donors ~ individuals, families,
foundations and agencies ~ are active on social media.
I seek to educate, inform and support them all.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Key Facts
More people of all ages are online.
Social media is no longer used primarily by young people.
More people 40+ are online, especially those in higher-income
brackets; that number is growing.
This is a target major gift and planned giving audience.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Data
“Not everything that can be counted counts, and not everything
that counts can be counted.”
~ Albert Einstein
German physicist (1879-1955)
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Big Data: It’s All the Rage
“The more obsessed we are
with Big Data, the more likely we are
to overlook the fact that
there are some instances where
smaller data sets
and simpler techniques are more effective.”
~ Debbie Berebichez
Mexican physicist and educator (born ca. 1970)
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
“Big Data is here to stay. The benefits
of Big Data are tremendous, but they
are often exaggerated by
well -intentioned amateurs and
their service providers.”
~ Milton Pedraza, CEO
CEO, Luxury Institute
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Why Carolyn Doesn’t Want You to Become
Obsessed with Big Data
Not all major or planned gift donor will officially “like” or
“follow” your social media. Why?
~ Concerns for anonymity and personal security.
~ Donors are checking you out constantly, but don’t necessarily want to be
seen as doing so, nor officially endorsing you.
~ How do you measure “browsing”?
“There’s a whole lot of people spending a lot of time browsing, not taking action.”
Seth Godin, American entrepreneur and marketer
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
“Your website is like your home.
It needs to be in order.
Social media is the party your
nonprofit goes to or throws.”
~ Sarah Durham
Founder of Big Duck and author of,
“Brandraising”
(Comment posted on Twitter … and also,
“Good content gets people to the party
and to stay.”)
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
“Unpleasant Truth No.1:
Engagement can’t be seen in dollars.
Until Lady Gaga …
Skittles had the record for most likes and
comments on a single Facebook post.
Did it boost sales?
“Anybody who says they can track that is in a bubble.”
~ Michael Lebowitz, CEO of Big Spaceship
in Fast Company, September 2012
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Kivi Leroux Miller
President, Nonprofit Marketing Guide
Focus on the basics first ~ your website and e-mail.
Don’t fret about Facebook, Twitter, LinkedIn and other online venues until
you have your website and e-mail program well-in-hand.
Don’t fear failure ~ don’t be too conservative.
Remember, people value honesty and transparency.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
“Six Reasons Your Website Will Fail”
~ Marketing Profs
Not mobile compatible
(Anti-) Social Media
E-fail
(Lack of) Information, Please
E. T. Can’t Phone Home
SEO Struggles
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Define Your Audiences:
Who Do You Want to Reach?
Donors and potential donors
Family members
Friends (gatekeepers)
Professional advisors
(gatekeepers)
People served by your nonprofit
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Define Your Audiences:
Who Do You Want to Reach?
What are the values and needs of each
group?
What do they care about?
Develop your website, communication
and marketing strategies to address
those interests and traits.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
What’s Wrong with Planned Giving Websites?
~ State Farm Insurance
They are too complicated.
They have too many words.
They use legalese that most people don’t
understand.
They don’t easily offer downloadable
information or a way to sign-up for a
newsletter.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
What’s Wrong with
Planned Giving Websites?
They don’t focus on the
nonprofit’s mission.
They don’t say how their money
will be spent.
They don’t share bequest language easily.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
What’s Wrong with Planned Giving Websites?
They don’t say who is leading the
charge at the nonprofit,
and what his or her
strategic plan will be going forward.
They don’t emphasize the history
and longevity of the organization.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Checklist for Planned Giving Officers
and
Major Gift Fundraising Executives
~ Cynthia Wilson Krause
Baylor Health Care System Foundation, Dallas
Focus on becoming more of an educator
and less of a technician.
Focus on individuals who are truly
motivated by charitable intent,
not just tax considerations.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Checklist
Strengthen donor-recognition
programs to keep current donors.
Utilize market strategies that
incorporate your mission.
Strengthen your focus on
philanthropy and caring about
future generations.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Checklist
Create a strategy or process for educating your board and senior
leadership about the benefits of planned giving.
Determine what type of planned giving program best suits your
organization and adjust your strategic plan accordingly .
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
What Social Media Should You Use?
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
What Social Media Should You Use?
What venues are you comfortable using?
Which venues are appropriate for your nonprofit’s mission,
image, and style of communicating?
Are there venues you aren’t using now, that you should learn?
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Considerations
Constantly evaluate which social media venues might be (or
become) valuable to your organization. New platforms are
developed often (keep up with trends).
The most popular venues may not be a good fit. Don’t jump into new
social media platforms without thinking them through, and
determining how they will support your overall mission and
communications efforts.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
What Social Media Should You Use?
Use multiple venues, interweave your posts to
provide variety and strengthen your case.
Curate content ~ think it through before
posting and routinely clean-up
outdated information.
Respond to donor and prospect inquiries
ASAP to show you’re paying attention.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
How Do I Use Social Media?
My aim is to be helpful, interesting, competent, thoughtful, and
broad-reaching in terms of subject matter.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
WordPress Blog =
Primary Website
Google+ & Co.
Facebook &
Tumblr
SlideShare & Viddy
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Social Media Considerations
More than one Twitter account (i.e., one for general information
about ongoing work; another for special events; another for
professional advisors and technical geeks).
More than one Facebook page (a formal presence for your nonprofit
and its mission and activities, another for major gift and planned
giving donors and their special activities).
Creating videos (YouTube is still the largest search engine).
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
You Might Also …
Develop a blog with posts by the director
and program staff (vary authors;
cross-link on your social media platforms).
Include guest blog posts by trusted
professional advisors.
As appropriate, recognize donors online
(obtain permission).
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
You Might Also …
Develop a “social media ambassador”
program.
Remember, people place a high level
of trust in friends’ recommendations
and online opinions (Nielsen).
Put mature, experienced staff in
charge ~ don’t let an intern handle
your social media.
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
“Have you ever started a meeting
without an agenda?
Driven your car with no destination?
How about gotten surgery before
diagnosing a need?”
~ Brian Solis
Vision … mission … goal … strategy …
action plan!
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Strategy …
Why are you doing this?
Who are you doing this for?
What are you doing and on
which social networks?
How are you accomplishing
this?
When does this happen?
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS
Best wishes for your fundraising success!
Carolyn M. Appleton, CFRE
Blog: carolynmappleton.wordpress.com/
SlideShare:
slideshare.net/CAppleton/presentations
Vizify: vizify.com/carolyn-appleton
LinkedIn:
linkedin.com/in/carolynmappleton
All rights reserved.
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THANK OUR SPONSORS ON
TWITTER!
Partial list:
Presentation and bibliography posted on SlideShare:
http://www.slideshare.net/CAppleton
Photographs in this presentation were provided by:
Atomic Ballroom
Baylor Health Care System Foundation
Fast Company
Microsoft Office Online
Musings of a Fanatical Soaper
Milton Pedraza
Seaview Weaving and Fiber Arts Guild
Peter Shankman
Brian Solis
SOCIAL MEDIA: MAJOR AND
PLANNED GIVING APPLICATIONS